1. Black Friday
Marketing Done Right
Tips from 15 of the Top
Digital Marketing Experts

2. Introduction
It’s a fact: the winter holiday shopping season is one of the
most lucrative and periods for online retailers. In fact, according
to an Adobe Digital Insights Report, Black Friday (and its digital
cousin, Cyber Monday) accounted for over 10% of US
retail revenue for the holiday season! Pretty insane, right?
That’s even more impressive when you take into account the
fact that, according to the National Retail Federation,
holiday sales can account for up to 30% of annual sales for some
retailers! That means that sales from these two days alone can
add up to 3% of the total sales revenue for the entire year.
% BUY
BUY
BUY

3. Enough with the numbers… What’s the point?
It’s pretty clear that Black Friday presents a very significant sales
opportunity for eCommerce and offline retailers, but that doesn’t
mean you’re guaranteed success.
If you really want to see the benefits of the holiday shopping
surge, you have to make your business stand out from the crowd
with your holiday marketing efforts. No phoning it in and hoping
that your “special holiday deals” and awesome products will
automatically produce the results you want!
So, what do you need to do?
Like any marketing campaign, Black Friday marketing requires a
comprehensive approach that includes everything from optimizing
the on-site user experience, creating helpful content to reach more
people, and setting up promotional and automated emails to
successfully communicate your offers to customers and
website visitors.
At SendinBlue, we’re always looking to
provide the most up-to-date and actionable
advice for our readers. That’s why we decided
to reach out to 15 of the most well-known
experts in the digital marketing field to give
us their thoughts and advice for the upcoming
2018 holiday shopping season.
In this eBook, we’ll distill that expert advice
and show you what you need to do to make
sure that you’re completely ready for Black
Friday and the holiday rush!

4. Introducing our 15
Digital Marketing Experts:
Ziev Beresh
Content Marketing Manager
The Hoth
Chris Arrendale
Chief Privacy Officer
Inboxpro
Tim Watson
Email Marketing Consultant
Zettasphere
Ovi Negrean
Chief Executive Bee
SocialBee.io
Chad S. White
Research Director / Author of "Email Marketing Rules"
Litmus
Jordie van rijn
Email marketing and MarTech influencer
Stephen Stanczak
President
Online Geniuses
Jaina Mistry
Email Marketing Specialist
Litmus
Marta Buryan
Content Marketing Ninja
SocialBakers
Philip Storey
Email Marketing Consultant
Enchant Agency
Jonathan Aufray
Co-founder and CEO
Growth Hackers
Jeet Banerjee
Serial entrepreneur, TEDx speaker & digital marketing consultant
JeetBanerjee.com
Andrés Silva Arancibia
Founder of Flumarketing, Author of Conextrategia.
International Speaker in 14 Countries.
Sarah Evans
Digital correspondent & consultant for brands
sarahsfaves.com
Neal Schaffer
CEO, PDCA Social | Social Media Speaker,
Consultant, Author & Educator

5. Table of Contents
Part 1:
Digital Marketing Strategy: Reaching the right audience
Part 2:
Email Marketing: Effectively communicating your offer
Part 3:
Email Subject Lines: Standing out in the inbox
Part 4:
Abandoned Cart Emails: Winning back “lost sales”
Part 5:
Examples of Great Black Friday Marketing: Learning
from the best
6
10
13
16
18

6. The goal of any marketing campaign is to sell more, and the
way to do that is to craft a compelling marketing message,
get it to the right audience, and remove any potential barriers
to completing a purchase.
If you miss any of these steps, your
marketing campaign is not going to
be nearly as effective at converting
customers. This is especially true for
Black Friday marketing campaigns,
where the stakes are higher and the
purchase cycle is shorter.
But enough from me, let’s
hear from the experts!
Digital Marketing Strategy:
Reaching the right audience
PART 1:

7. “This year, focus all your
attention on your social
media audiences. Look into
their demographics to learn
what tone of voice you
should use. Check their
interests to uncover topics
that resonate with them.
Explore their affinities to get
an idea of what kind of
messages they engage with.
Produce tailored content”
( Marta Buryan / SocialBakers)
“Don’t forget the retargeting campaign”
(Jonathan Aufray / Growth Hackers)
“Get influencers to talk
about your products
(give them interesting
discounts, freebies,
or other incentives)”
(Jonathan Aufray / Growth Hackers)
“Create a shopping guide
in advance that has the
best sales and deals in your
industry/niche listed and
keep it up to date until the
sales happen.”
(Ziev Beresh / The Hoth)
SendinBlue Tip:
Content resources for
customers that are related
to your products can act
like magnets for potential
customers, and because
it’s linked to what you’re
selling, you’re guaranteed
to get people who are more
likely to buy compared to
other, less targeted
marketing tactics.
A word from the
Digital Marketing
Experts:
“Being able to quickly allow
users to checkout through
services such as Apple
Wallet and PayPal will
allow them to purchase
their items while they are
still in stock, a benefit
which they will likely
remember and will result
in return customers.”
(Chris Arrendal /Trendline Interactive)
SendinBlue Tip:
Including easy payment
methods like this is an
excellent way to reduce
friction from the buying
process, and it also adds
a level of reassurance
for customers because
it’s something they are
familiar with and prevents
them from having to
type out sensitive credit
card information.

8. “A great strategy for SMBs to stand out from the
competition for Black Friday & Cyber Monday is to
partner with another company. A great way is to
partner up with a complementary business in order to
offer more value to your prospects and clients. For
example, if your company sells camping tents, why not
partnering up with a company sellingothercamping
equipment? It has 2 great benefits. First, you can offer
2 complementary products. Second, the company you
partner up with will also promote your product to their
network. So, you will probably do twice more sales.”
(Jonathan Aufray / Growth Hackers)
SendinBlue Tip:
Because of the surge in
mobile use, it’s absolutely
essential that you use
responsive design in
your marketing emails
as well to make sure
that your users have
consistent experience
no matter which
device they’re using.
Luckily, SendinBlue’s
Email Design Builder
makes it easy to create
beautifully designed
emails that look great on
any device, no coding
skills required!
SendinBlue Tip:
Landing pages are crucial for creating a targeted
customer experience for your Black Friday campaign,
but they can be difficult to create without technical
knowledge. If you’re not sure where to start when
creating your Black Friday landing page, you might
want to check out SendinBlue’s new Drag & Drop
Landing Page Builder. It allows you to select templates
or build your own landing page from scratch by dragging
and dropping customizable blocks and editing the
content according to how you want you page to look.
“Cater to mobile users
and make sure the
shopping and checkout
experience is high quality.
Every year more and
more users are doing
their holiday shopping
on mobile devices so
keeping this in mind
when planning your
marketing strategy will
allow you to better
facilitate their needs for
an engaging shopping
experience. ”
(Chris Arrendale/Trendline Interactive)
“Create a main landing page for Black Friday or Cyber
Monday deals with all the information in one place.
This URL can even be used the following year to build
up page authority which is good for SEO.”
(Stephen Stanczak / Online Geniuses)

9. “If you're planning on launching Black Friday
and Cyber Monday campaigns on social
media, we suggest you focus your efforts on
mobile-friendliness and video content.
Research shows that roughly 40% of all social
media users access social media platforms
through mobile devices, though the numbers
vary across platforms. In the case of
Facebook, for example, mobile usage is much
higher than the average and amounts to 95%
of traffic, meaning you should definitely keep
mobile in mind when creating your social
media campaigns.”
(Marta Buryan / SocialBakers)
“Find the influencers and
ambassadors that you already
have in your database.”
(Neal Schaffer / nealschaffer.com )
SendinBlue Tip:
If you already have relationships
with influential people in your
niche or industry, you should
leverage these connections to
communicate the value of your
product or offer in a more
genuine way. People always
treat brands with some (mostly
deserved) skepticism when they
promote their own business,
but if that information comes
from a well-known influencer,
they will likely be more receptive.
“Make sure you include video in
your Black Friday and Cyber
Monday content strategy. Users
spend increasingly more time
consuming videos across social
media. In addition, 90% of con-
sumers claim video helps them
make buying decisions.”
( Marta Buryan / SocialBakers)
“Make sure you are up-to-date with this year's
trends and what the most popular items are.”
(Chris Arrendale / Trendline Interactive)
« Use short videos (no more than 15 seconds in
length) and phrases that start with: Did you
know... X tips to improve your... X ways to do… »
(Andres A. Silva /andressilvaarancibia.com)
« Make sure that your site is easily accessible
and able to handle the increased load that your
Black Friday traffic will place on your servers. »
(Chris Arrendale / Trendline Interactive)

10. Although Black Friday marketing requires you to incorporate your
full marketing stack, the most important channel for communicating
with leads and customers is undoubtedly email.
Whether it’s a promotional email that showcases your Black
Friday deals, a newsletter that highlights your upcoming flash
sale, or an automated email for recovering abandoned cart
shoppers, email is the lynchpin that holds your entire Black Friday
marketing strategy together. That’s why it’s so essential that you
take the time to meticulously plan out your email marketing
strategy for optimal engagement, keeping in mind things like:
Email Marketing: Effectively
communicating your offer
PART 2:
Personalization Timing Core value
proposition

11. “Schedule your sales:
put different products or
product categories on sale
every 1 hour or every 2 hours
to give your company a
timely reason to send out
multiple emails on Black Friday.
Creating an automated email
workflow in which contacts
receive a different follow-up
email based on whether they
open the email or click on a
specific link would be
even better.”
(Ziev Beresh / The Hoth)
SendinBlue Tip:
SendinBlue’s Marketing
Automation feature makes
it easy to set up complex
automation workflows that
send the perfect message
at the exact right moment,
allowing you to generate
more sales and create a more
seamlesscustomerexperience.
Here is what our influencers
are recommending to win big
with your Black Friday
email strategy this year:
SendinBlue Tip:
Timing is everything when it comes to Black Friday.
Because it’s only one day, you can really stress the
time-sensitive nature of your offer to convey a
sense of urgency with your customers. This creates
a larger imperative for customers to make a
purchase before it’s too late because they don’t want
to miss out on the offer.
“Follow up one hour
before the campaign
ends to give your
subscribers one last
chance to take advantage
of your special offers.”
(Ovi Negrean / SocialBee)
“Add a live countdown
timer directly in your
emails.”
(Ovi Negrean / SocialBee)
“Keep your offer clear, but pick words that are different
from the norm. Don't look like everyone else with
boilerplate copy like 'Cyber Monday treats', or 'Don't
miss our...' Try using more stylish word structures,
periodic or parallel forms, and perhaps even a rhyme.”
(Tim Watson / Zettasphere)

12. SendinBlue Tip:
Keeping a clean email
list is one of the most
important jobs of an
email marketer. Not only
doesitallowyoutogenerate
better engagement rates
in your email campaigns
while keeping subscribers
happy, but it’s also a great
exercise for maintaining
good email deliverability.
SendinBlue Tip:
Segmentation is the most effective tactic for tailoring
email content to meet the specific needs and interest of your
entire customer base. The more information you have about
your customers, the more you can personalize your content.
If you want to take personalization to the next level, you can
even use the data you have on your customers to dynamically
modify the content of your email (text, images, or entire
blocks of content) using SendinBlue’s conditional display
feature. This allows you to send perfectly customized
emails with content that is adapted to each individual
customer’s preferences and attributes.
“If a big portion of your
subscribers haven't
opened or clicked one of
your emails in the past 14
months, you should seriously
consider not emailing those
subscribers around Black
Friday and Cyber Monday. ”
(Chad S. White / Litmus)
“Don't wait to the big event to suddenly add a lot of inactive
data. Rather, you should use the next month to slowly
feed in smaller segments to measure what data is safe to
use for the big sale days. Segmentation helps you discover
who your fans are. Once you know this, you can personalize
your email according to their level of engagement.”
(Tim Watson / Zettasphere)
“Make Cyber Monday your main event
day. You'll already have final email push
planned for Cyber Monday. Try sending
a second email in the early evening on
Monday to reach people who have
clicked the sale emails but haven’t
yet made a purchase.”
(Tim Watson / Zettasphere)
“Throw all of the email marketing rules
out of the window - it's time to get
messy. In order to compete for inbox
attention, you'll need to massively up
your sending frequency.”
(Philip Storey / Enchant Agency)

13. Email Subject Lines:
Standing out in the inbox
My mom always told me, “never judge a book by its cover.” While
this is a pretty great rule to follow in everyday life, it doesn’t really
work for email… Recipients have to judge whether or not to open
based exclusively on the “cover” -- but in this case, the cover is
actually the email subject line.
No matter how beautifully
designed your email is, it
won’t mean a thing if you
can’t get your contacts to
open it up and see it. That’s
why subject lines are so
crucial for effective email
marketing, and Black Friday
is no different!
PART 3:

14. “Now is not the time for
overly cute or clever subject
lines. Be clear about your
offer, deadlines, and other
relevant information that's
critical for subscribers to
take action.”
(Chad S. White / Litmus)
“The best subject lines are
intriguing with some element
of mystery. Don't be overly
specific.”
(Stephen Stanczak / Online Geniuses)
“Make campaigns RESULTS
driven and ensure that the
angle of your offer intriguing
as well. Position your posts
as How-To guides or listicles
to encourage maximum
social sharing”
(Ziev Beresh / The Hoth)
Here are some tips to improve
your subject lines and separate
yourself from the pack in your
contacts’ inboxes:
SendinBlue Tip:
When customizing your email preheader, be sure to
add unique value rather than just restating your
subject line. This text is a unique opportunity to give
contacts even more information about the content
of your email, so try to be clear and concise.
Additionally, if you’re considering including emojis to
make your email stand out, make sure you use them
wisely -- they’re not for everyone.
“Use emojis in subject lines that support persuasion
and influence tactics - think about action-based
emoji's. 2018 is the year of the emojis. Think about
your email box. When you get a bunch of emails with
bland subject lines containing only text, you probably
ignore them. Don’t let that happen to your emails!”
(Philip Storey / Enchant Agency)
“Have a short, personalized subject line,
with some relevant emojis , and make sure you
also use a short email preheader that draws the
recipient in.”
(Ovi Negrean /SocialBee)

15. “A/B test your campaign
frequently to understand what
works best for your audience.”
(Nael Schaffer / nealschaffer.com )
“Countdown timers and
time-based offers work really
well this time of year.”
(Philip Storey / Enchant Agency)
“Create an extremely unique deal or discount
that really catches people's attention. The
reason why the biggest retail stores in the
United States do so well on Black Friday is
because they come up with an attention
grabbing deal such as "60 Inch TV for sale for
ONLY $99.99 on Black Friday" and then you
read the fine print and it says the first 5
customers only get this deal. Find your own
“60 Inch TV” offer!”
(Jeet Banerjee /JeetBanerjee.com)
“Get creative with your subject lines, but also
be sure to not oversend to your recipients as
this can lead to burnout or promotion fatigue..”
(Chris Arrendale / Trendline Interactive)
Your Black Friday Email
Template is already here!
Get My Template

16. Abandoned Cart Emails:
Winning back “lost sales”
PART 4:
One of the most frustrating aspects of running an eCommerce
business is cart abandonment. With average cart abandonment
rates as high as 70% or more, this problem presents a massive
challenge for eCommerce businesses trying to maximize sales.
At the risk of sounding cliché,
every challenge poses an
opportunity as well! Setting up
abandoned cart emails can help
you win back a huge portion of
this otherwise lost revenue.
By following up with subscribers
after they fail to complete a
purchase with a targeted message
(and maybe some extra incentive
like a coupon), you make it much
easier and more likely that these
customers will come back and
finish the purchase process.

17. “Consider adding seasonal imagery to
secondary messaging to these emails.
For instance, add information about
shipping and returns, gift wrapping
services, etc.”
(Chad S. White / Litmus)
SendinBlue Tip:
When creating content for your abandoned
cart emails, try to address the potential
reasons why your customer abandoned
their cart in the first place. Including
information like shipping and return
policies (as mentioned by Chad), customer
support information, or links to help
resources can go a long way in reassuring
customers who might be having second
thoughts about completing their purchase.
Here are three tips
to help you get your
abandoned cart emails
ready for the Black Friday
and Cyber Monday rush:
“Make sure that these emails are
triggered quickly on Black Friday and
Cyber Monday. You shouldn't wait hours
and hours to trigger a cart abandonment
email. Consumers are making decisions
much more quickly than usual, so
retailers need to respond more quickly
than usual as well.”
(Chris Arrendal /Trendline Interactive)
“Review the messaging of these emails.
Is the messaging up to date? Are they
still rendering and functioning as intended
across all the popular email clients?
Are all the links accurate?”
(Chad S. White / Litmus)

18. PART 5:
As with most things in life, one of the best ways to learn
marketing is by looking at examples of things that have
worked in the past.
To give you some final inspiration on how you can achieve
success with your Black Friday marketing this year, our
influencers reflected on a few of the best examples of killer
Black Friday marketing campaigns.
Examples of Great
Black Friday Marketing:
Learning from the best

19. “The best example that I can give in
terms of a great Black Friday strategy is
one that I remember from a few years ago.
I forget the name of the website, but they
created a sort of wheel-of-fortune-style
spinner, and every target on the wheel
had a unique discount. Wherever you
landed after spinning the wheel, that was
the deal you got for Black Friday. It's just
all about being creative and finding
unique ways to stand out and promote
your offer. What's a unique hook or tactic
that you can pull audiences in to come
check out your website? That’s what you
should be asking yourself!”
(Jeet Banerjee /JeetBanerjee.com)
“Walmart hired a DJ to make
a live stream and play all day
music on their website.
This was a really clever way
of enticing people to come
check out their website,
while also providing
entertainment once
you arrive!”
(Nael Schaffer/nealschaffer.com)
Here is some
inspiration to get the
creative juices flowing!
“Mediamarkt is a great example.
In 2017, they set up a fantastic landing
page with a shocking counter, reminding
users exactly when the Black Friday
promotions started.”
(Andres A. Silva /andressilvaarancibia.com)
“In 2017, Amazon created a differentiated
offer for each day of the week. Users had
to stay alert every day of the promotion if
they wanted to take advantage of the
deals, rather than just forgetting about it
after seeing it once.”
(Andres A. Silva /andressilvaarancibia.com)
“Yes! Black Friday is a great time to offer deals,
discounts and offers, but it's also a great time to
share a meaningful message. In previous years, we've
seen companies launch messages saying they won't
participate in Black Friday, or that they're giving
employees holidays off to celebrate with their families.
You don't need to only think in terms of what you'll
give away as a discount. You can also consider how
to showcase your company's culture and values if
that makes more sense for your business.”
(Sarah Evans / sarahsfaves.com)

20. www.sendinblue.com
Wrapping Up
Although Black Friday and Cyber Monday offer businesses a massive
opportunity to sell more and make customers happy over the holiday
season, success is far from guaranteed. It takes a meticulous and
strategic approach if you really want to see the full marketing
potential of these holidays.
By following these expert tips and prioritizing your customers’ needs and
interests,you’llbewellonyourwaytoasuccessfulholidayshoppingseason!
But, only you know your customers on a more intimate level. You’ll
have to work hard to craft the right offer and messages to guarantee
success using this knowledge. The more you can personalize your
offer and marketing communications to align with your customers’
needs, the better your results will be.
We hope you found these influencer tips useful as you set up a
winning Black Friday marketing strategy for your business. Let us know
what you thought of the eBook on social media or through email!
Also, a big THANK YOU to all of our influencers who submitted
advice for this eBook. We appreciate your expert knowledge and
look forward to learning more from you in the future!

21. Top 50 Marketing Digital Influencers To Follow In 2019
·@johnrampton, Entrepreneur and connector. Founder of @Due & @Calendar.
·@johnhall, Co-founder @Calendar @influenceandco
·@larrykim, CEO @MobileMonkey_, Founder @WordStream (acquired for $150M)
·@jeffbullas, #1 Content Marketing Influencer, Social Media Marketing Strategist & Speaker, jeffbullas.com
·@randfish, Founder @SparkToro, sparktoro.com
·@neilpatel, Co-founder of Neil Patel Digital
·@PamMktgNut, CEO @MktgNutz @SMProfitFactor#Speaker Strategist, themarketingnutz.com
·@TheJeetBanerjee, 25 years old. Serial entrepreneur, TEDx speaker & digital marketing consultant. JeetBanerjee.com
·@GrowUrStartup Co-founder & CEO @StartGrowthHack, growth-hackers.net
·@markwschaefer, Keynote speaker, executive branding coach, marketing strategist., businessesGROW.com
·@jaybaer, Keynote Speaker & Emcee, JayBaer.com
·@andressilvaa, speaker & founder of #flumarketing, andressilvaarancibia.com
·@anujprajapati11, Tech and Automobile Influencer, beforeworks.com
·@dmscott, Marketing and Sales Strategist, entrepreneur, davidmeermanscott.com
·@leeodden, CEO
·@TopRank Marketing Agency - B2B content marketing, toprankmarketing.com
·@PatFlynn, https://www.smartpassiveincome.com
·@kamichat Founder and CEO, Zoetica Media zoeticamedia.com
·@annhandley, Author. Marketer. Chief Content Officer, annhandley.com
·@JoePulizzi, Founder @CMIContent, joepulizzi.com
·@JohnAguiar, Help Bloggers, Small Business Owners, Entrepreneurs with Blog Marketing, JohnPaulAguiar.com
·@amitbhawani, Founder & Editor-in-chief of @PhoneRadarBlog, @AndroidAdvices & @TripRazer
·@lilachbullock, Professional Speaker, Lead Conversion Expert, Content Marketing & Social Media Specialist
·@BrennerMichael, Marketing consultant, speaker, author, CEO of @MKTGInsiders, marketinginsidergroup.com
·@MadalynSklar, Social Media Consultant, madalynsklar.com
·@IanCleary, razorsocial.com
·@sujanpatel , sujanpatel.com
·@NealSchaffer , Social Media Author, nealschaffer.com
·@prsarahevans , Digital correspondent and consultant for brands, sarahsfaves.com
·@AskJamieTurner, Author, @CNNcontributor and CEO of 60 Second Marketer
·@OnlineGeniuses, Online Geniuses is an internet marketing community 15,000+ members, onlinegeniuses.com
·@AdeldMeyer, #PR | Co-Founder @CryptoCollecto & @DAPScoin, bloggingcage.com
·@adamjayc, Founder of @BloggingWizard & @FunnelOverload, bloggingwizard.com
·@Lisapatb, Social media marketer, consultant, blogger, content marketing, inspiretothrive.com/about-me
·@dknowlton1, International Speaker | Co-Founder @KPSDigitalMktng, kpsdigitalmarketing.co.uk
·@OviNegrean, Founder @SocialBeeHQ, ovi.co
·@TomPick, Independent B2B digital marketing consultant, webbiquity.com
·@MattWoodwardUK, Award winning blogger, matthewwoodward.co.uk
·@allanp73, SEO, allanpollett.com
·@RyanBiddulph, bloggingfromparadise.com
·@SEO, SEO & Content Marketing Expert, ghergich.com
·@ZievBeresh, Content Marketing Manager @The_HOTH
·@Arrendale, Email marketing expert, inboxpros.com
·@tawatson, Email consultant, zettasphere.com
·@jvanrijn, Email marketing consultant, emailmonday.com
·@jainamistry, Email marketing specialist @litmusapp, litmus.com
·@MartaBuryan #ContentMarketing Specialist at @Socialbakers, socialbakers.com
·@philipstorey, CEO of Enchant Agency, enchantagency.com
·@Jyoti_Chauhan1, SEO expert & blogging, updateland.com
·@chadswhite, Author of 'Email Marketing Rules', Research Director @LitmusApp